Cirkle's new MD Ruth Kieran said: "The food industry is under increasing scrutiny around food provenance, sustainability and health, making the frozen food sector and Birds Eye's quality proposition even more relevant to today’s demanding consumer.

"We look forward to inspiring consumers to extend their frozen food repertoire by providing them with fresh food when they need it with less risk of waste - and to helping Birds Eye meet its ambitious targets."

Ingenuity, the new business consultancy, assisted Birds Eye with agency selection.